Together We'll Bring Back Live Events

November 4, 2020 Wendy Gibson

As this post-shutdown world has progressed, the entire industry has all been working hard to ensure the show goes on - even if it’s virtual - and preparing for the future. Everyone pitching in is key to helping live events come back.

The GES marketing team recently surveyed attendees and discovered that 88% of them are open to
attending a live event with mitigation such as Personal Protective Equipment (PPE), physical distancing and other efforts. These types of statistics and information provide insight into what it will take for attendees to return to live events. To that end, GES has launched the Always On Health and Safety initiative to communicate globally how we are incorporating measures to protect attendees, employees and partners.

Here are some examples of how we can all help encourage the safe return to live events:

  • Talk about how health and safety is a top priority industrywide. It’s important we share health and safety guidelines and protocols to instill confidence on how to produce, deliver and attend safe events. Please click here to view an example from GES’ Always On Health and Safety initiative.
  • Following local health regulations and company guidelines, the industry has been delivering smaller events safely. I've personally been onsite at the Dallas Market Center working with our GES team in testing new contactless service options and PPE to ensure our employees, exhibitors and attendees feel safe. These smaller events are a great trial run from a health and safety standpoint to keep us ready when larger events resume. Join me in sharing examples and best practices of what you and your company are doing to transform events. I also invite you to follow our GES social media as we share events and conferences that have occurred.  Here's a video from the Dallas Market Center and check out the recent TrendZ event in the Netherlands.
  • Gain valuable insight into what attendees and show organizers need for the return of live events. GES recently held a BizBash webinar with Strategy Experts that shared valuable learnings from research about varying priorities for different show attendee segments in returning to live events. Click here to view the webinar and learn more.
  • Support Live Events industry initiatives to get our industry back on its feet. Recently global industry partners promoted #WeMakeEventsRed Alert campaign. In support of this great initiative, GES' ON Services team lit up their Atlanta office in red, as did many venues across the country.

While these aren’t easy times for live events, our industry is resilient and an integral part of the global economy. We will rise above the current challenges by coming together as an industry and reimagine our approach to open new avenues for success. I am confident once we move past the current situation, live events will emerge even stronger than before.

In the meantime, please stay healthy and safe and thanks for all of your hard work supporting our industry.

About the Author

Wendy  Gibson

Wendy is an accomplished leader with 25 years of experience leading marketing for fast-paced, high-growth companies. She’s passionate about global brand and marketing strategies and has an unwavering focus on voice of the customer. As Chief Marketing Officer, Wendy manages a global team including branding, digital marketing, demand generation, lead generation, line-of-business marketing, corporate marketing, social and digital strategies, client services and exhibitor services.

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